Mobile TV service, which provides television-like content through a mobile device, holds a limelight as the next killer application of wireless technologies and also as a prospective hedonic information technology. However, in a world where other potential wireless technologies and services speedily emerge, vendors and service providers interested in mobile TV hope that it will be diffused over the gulf between early users to general ones prior to competing sprouts. At this point, an investigation of early consumers’ adoption of mobile TV may offer precious information for its survival. Based on the theoretical assumptions of the technology acceptance model (TAM), this study examines influences of cognitive concentration (or flow experience) and media content on consumers’ acceptance of mobile TV. The results are threefold. First, results suggest that cognitive concentration (or flow experience) and content have a significant role in consumers’ intention to use hedonic information technology. Second, results show that content has a critical impact on cognitive concentration. Finally, results support the use of the extended TAM as an explainer in the context of hedonic information technology.